Marketing In Multiple Languages

September 26, 2014

Stephen HartleyLongtime Daniels professor, Dr. Steven Hartley of the Department of Marketing, recently released the 12th edition of Marketing (McGraw-Hill), a leading introductory textbook that has been published in 18 international editions and translated into ten languages. First published in 1986, Marketing meets the needs of faculty everywhere, utilizing unique, innovative and effective pedagogical approaches. The text is designed to engage students through active learning techniques.

Dr. Hartley coauthored the book with Dr. Roger Kerin of Southern Methodist University and Dr. William Rudelius of the University of Minnesota. In addition, a condensed paperback version, Marketing: The Core, is now in its 5th edition.

“Marketing changes very quickly, so what has been important for us as authors is to stay at the forefront of the discipline,” says Dr. Hartley. “That foresight has been the hallmark of our success. We added sections on ethics, global marketing, technology, interactive marketing and social media before those trends were big, so the book has become known as being at the leading edge of the marketing profession.”

Marketing is the number one selling “principles of marketing” textbook in the world—used in marketing and business degree programs in more than 30 countries.

Dr. Hartley joined the Daniels College of Business in 1983. He has published his award-winning research in the Journal of Marketing Research, the Journal of the Academy of Marketing Science, the Journal of Business Research, Industrial Marketing Management and the Journal of Advertising Research, among other academic journals. Dr. Hartley is the former Walter Koch Endowed Chair in Innovation and Entrepreneurship, and the past chair of the Department of Marketing.